Nike
Target Markets
The target market for the headscarves consists of Muslim women. In general, the product will appeal mostly to those aged 12-40, as that is the prime demographic for athletic wear, and as well that demographic may be more liberal with respect to things like exercise. It is important to note that there are significant differences between types of Muslims, so there is no one universal headscarf style that will appeal to all groups, or even be acceptable to all groups. A variety of designs will be needed in order to meet the needs of the target market. The target market is otherwise the same as for Nike's regular client base. This means younger, fairly well-educated, in the case of Muslims more liberal, and with a reasonable income that allows them to purchase Nike's premium-priced products.
The market is a niche market. In the United States, there are approximately 1.9 million Muslims, or around 950,000 Muslim women (CIA World Factbook, 2015). In the UK, 2.8 million; in Canada 1.1 million. In the EU, there are approximately 10.2 million, including those in the UK. If women are 50% of these populations, there are 6.6 million Muslim women. The market is arguably bigger in Muslim majority countries, in particular ones that are more liberal such as Malaysia or Turkey. Thus the market is fairly scattered around the world, and generally small. But this is also a market that is not very well served, and there are opportunities with respect to sponsorship of Muslim female athletes, many of whom participate in high profile events such as the Olympic games.
It should also be investigated in the same production facilities can be used to make similar garments that appeal to non-Muslims. For example, head coverings also have a functional role in that they can keep hair out of women's eyes, and they can defend against adverse weather as well. Test marketing...
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